Choosing where to place a billboard is one of the highest-leverage decisions in any outdoor campaign. A striking creative on the wrong stretch of road will underperform a modest design in the right spot, every time.
We start every site recommendation with traffic data: vehicle and foot counts, average dwell time at nearby signals, and the mix of commuter versus local traffic. A junction with a long red-light cycle, for example, gives your message more effective viewing time than a fast-moving highway stretch.
Next we look at approach angle and sightlines. A board read head-on from 150 metres away outperforms one glimpsed at a sharp angle from 30 metres, even if the second site has higher raw traffic volume.
Finally, we weigh competitive clutter. A site surrounded by five other hoardings dilutes attention; an isolated, well-lit site on the same road can deliver stronger recall for less spend.
Put together, these factors are what separate a media plan built on guesswork from one built on evidence, and it's why site selection is the first thing our planning team works through on every new campaign.
